Debunking the Fundraising Myth: Corporate Giving

 

For many non-profits, fundraising strategies begin and end with corporate sponsorships. After all, businesses seem like the most logical source of large donations, right?

The truth is, relying too heavily on corporate sponsors may leave your organization falling short of its fundraising potential.

What I’ve Seen in Action

When I served as a local economic development director, I often worked with non-profits eager to connect with the largest businesses in our community. They wanted introductions, sponsorship opportunities, and funding partnerships. While those connections are important and should absolutely be part of a fundraising plan, too many organizations overlooked a vital truth: individual donors can be your most impactful and consistent supporters.

In 2025, 62.8% of charitable giving is expected to come from individuals and households—not businesses. This data, from “The Philanthropy Outlook 2024 & 2025” by CCS Fundraising and the Indiana University Lilly Family School of Philanthropy, highlights the need to prioritize individual giving as the cornerstone of a successful fundraising strategy.

A New Approach to Fundraising

So how do you break the cycle of relying solely on corporate sponsors and start reaching individuals who are just as passionate about your mission as you are?

At mkw+co, I specialize in helping non-profits:

• Understand the impact individuals can make through sustainable and consistent contributions.
• Improve their marketing and communications strategy by using tried-and-true methods alongside innovative approaches, like targeted social media appeals.
• Craft actionable strategic plans that turn big-picture goals into achievable steps.

When you prioritize individual giving, you’re not just securing funds—you’re building relationships with advocates who care deeply about your cause and want to see you succeed.

Steps to Get Started with your Fundraising Strategy

If you’re ready to rethink your fundraising strategy, here are three steps to consider:

1. Revisit Your Strategic Plan: Does your plan prioritize relationships with individual donors, or are you still chasing big-name sponsors?
2. Audit Your Messaging: Are you clearly communicating your mission and impact to the people most likely to care?
3. Engage on Social Media: Platforms like Instagram and LinkedIn offer powerful ways to connect with potential donors, share your story, and inspire action.

These steps are just the beginning. With the right strategy, you can tap into the largest segment of charitable giving and create long-term sustainability for your non-profit.

Let’s Work Together

Ready to take your fundraising strategy to the next level? Schedule a free 15-minute consultation with me to explore which mkw+co service is the best fit for your organization. Whether you need a comprehensive strategic plan or a focused messaging audit, I’ll create a solution tailored to your needs.

➡️ mkw+co is a boutique consulting firm specializing in strategic planning, executive coaching, marketing, and tailored solutions for non-profits and small businesses.